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The New Rules of Events

Our team is big on in-person experiences, in both a hosting and attendee capacity. It’s been great to bring members together for networking breakfasts and cocktail gatherings again, as well as attend some really special and engaging events put on by the talented experiential and comms pros in the network. As we all well know, the events world has gone through a few evolutions since the start of the pandemic, with one overarching theme being quality over quantity. In that vein, we sought out to learn what the new rules of events are, from the logistics that make for a smooth experience to the details that make guests want to make room on their calendars.

Rule: Get the timing right

James LaForce, CEO, LaForce

This story was actually inspired by a conversation we had with LaForce agency founder James LaForce, who shared that timing is a big factor for guests. The sweet spot for today’s guests from his POV: evening events that start on the earlier side, around 5pm, and run about an hour and a half long.

Bisquit & Dubouché Cognac For “GO” Book Release, courtesy Marc Patrick, BFA 

Rule: Create retail destinations beyond in-store parties and gimmicks

Nicky Balestrieri, Co-Founder, The Gathery

"I think one of the interesting trends we have seen is the integration of true experiential thinking into the retail space. Brands have long done parties in stores (think magazine events with DJs and drinks) or had fun photo moments (think Glossier conveyor belts), and some have gone so far as to create bespoke designs making them almost museum like to visit (think Dover Street or Showfields). But these elements are shallow at best, offering gimmicks for the prospect of shoppers.

But actually experimenting with what can happen in a store retail environment is where we think retail (and events) will head next. Brands with such loyalty and affinity (think Nike, H&M, Supreme) have the authority to create spaces where style, culture and creativity can actually mix – not just selling but generating those intangibles. So, if you go about designing stores with experience at the ground floor (literally and figuratively), you are creating a destination the transcends shopping. They becomes places you actively seek out for entertainment, education and, of course, shopping."

"We are presently working on something like this for H&M. Over the course of the next fifteen months, H&M in doing such an experiment in Williamsburg where guests are invited to explore a series of eight presentations showcasing the best of H&M fashion alongside local products and programming, and filled with unique experiences for the curious to explore their sense of style. Each presentation will explore a fresh moment in time – where new collection drops inspire new exclusive experiences that are designed with iconic neighborhood partners."

Rule: Get your guest preferences in ahead of time

Seth Kaplan, Unkommon Events

"A major trend for events is more exclusive, smaller capacity events with big talent and entertainment. Our attendees want to experience the same look and feel of a festival in a less crowded venue with a fully customized guest experience."

"Overall, as a long term effect of COVID, event staffing and beverage/food inventory has become extremely tough due to shortages in skilled hospitality labor and liquor/high end food imports. A new trend is having all of our guests pre-order their liquor and food packages as well as table location or preference. This enables us to hire the correct amount of staff and have lead time to acquire the alcohol and food as needed."

Rule: Stay in tune with your audience to deliver lasting value that goes beyond transactions

Kamil Tyebally, Founder, Early Spring

"My rules are the same rules we always abide by. They sit at the foundation of everything we do and are now more important than ever."

Origins Discover London

"Ensure your audience feels seen, heard and understood. Know them well, do your research—triangulate cultural and consumer insight with a space the brand has permission to or makes sense for it to operate within.

Create value beyond transaction—consumers have a myriad of choices and limited time; consider what you are doing to earn their love and loyalty when you have their undivided attention (hint: a photobooth is table stakes).

Make your experiences work hard for you. Ensure that you are collecting data that helps deepen your understanding and relationship of and with the consumer. Continuously tailor your offering to accommodate what you learn about them across omnichannel touchpoints."

Rule: Concentrate on the guest experience

Tamalin Srisook-Polo, Founder & CEO, Savoir Agency

"As an experiential events agency, our clients have been expressing the desire to host events that have meaning and purpose. In a time where we crave human connection more than ever, intentionally incorporating memorable and interactive experiences is crucial to a successful event. For instance, most production companies will execute a picture-perfect event but miss the mark on the guest experience. We at Savoir Agency make sure that the consumer's journey is our first priority."

"A few examples:
- Curate your seating chart based on complementing interests. No one enjoys going to an event where they don't meet interesting people.
- Make sure to incorporate playful interactions through visuals and brand messaging
- Consider hiring local artists over a fabrication house to evoke curiosity over commercializing your event"

Rules: Take care of your people, and the environment, too

Charlotte Lee, Head of Project Management, Tinsel Experiential Design

"Across the board, we are seeing clients approaching their events much more conscientiously; a clear focus on sourcing sustainable materials for builds and signage, specifically designated areas for personal care – meditation, chest feeding/pumping, etc. – or intentional accessibility conversations and design. These focuses seem to be right in step with changes we’ve noticed in companies/workplaces: taking care of people holistically and recognizing our environmental impact."

Rule: Book it in Brooklyn

Dera Lee, Founder, Dera Lee Productions  

“One trend we are seeing more of recently is brands seem to be more open to hosting events in Brooklyn especially Williamsburg. For example, the holiday media/influencer event we designed and produced for Beloved by Beauty, Love, and Planet was hosted at 74Wythe in Williamsburg, Brooklyn. We needed the space for three large clear bubble tents and that feeling of the outdoors and Brooklyn venues had the perfect options.”